GIS for Public Opinion / Survey Research Timothy Michalowski Senior Statistical GIS Analyst Abt SRBI - New York, NY July 17, 2014
Agenda Introduction Public Opinion / Survey Research Application of GIS for Survey Research: START of projects (proposals, sample plans, demographic targets) MAIN STUDY efforts (data collection, geocoding, reporting) END of projects (quality checks, analysis, visualization, deliverables) Questions Abt SRBI pg 2
Introduction: Abt SRBI Timothy Michalowski, Senior Statistical GIS Analyst GIS Manager at Abt SRBI, started GIS department 12+ years GIS experience, focus on GIS for Social Research Previously worked at NYC DOT, Puget Sound Regional Council Master of Urban Planning, University of Illinois at Chicago (2002) Abt SRBI National Leading survey research firm, founded in 1981 17 th largest Research firm in USA (Honomichl List) Headquarters in NYC, with offices in DC, Chicago, Boston, Arizona, North Carolina, Florida, & Ohiio Expertise in 16 practice groups, including Transportation, Social Policy, Market Research, Health, Energy, Elections, GIS, etc. Abt SRBI pg 3
Introduction: Abt SRBI GIS Geographic Information Systems (GIS) Dept. - Formed in 2010 Provides GIS support to all Abt SRBI practice groups: Social Policy, Health, Housing, Transportation, Environmental, etc. Clients utilizing Abt SRBI GIS in studies have included: HUD, NOAA, EPA, NYC Economic Development Corporation (NYCEDC), Port Authority of NY & NJ, Southern California Association of Governments (SCAG), Delaware Valley Regional Planning Commission (DVRPC), American National Election Studies (ANES), USAID. Projects / Capacities include: Spatial analysis, Interactive map design, Geographic based statistics, Data visualization, GPS / mobile data collection, and GIS programming / models. We do GIS and everything GIS every day: Demonstrating the value of GIS for survey research industry Abt SRBI pg 4
GIS for Survey Research Projects Start Main Study End Proposals Sample Plans Demographics Survey Targets Data Collection Geocoding Field Surveys Reporting Quality Checks Analysis Visualization Deliverables Simple uses of GIS Complex uses of GIS Abt SRBI pg 5
GIS for Survey Research Projects Start NEW RFP! Proposals Sample Plans Demographics Survey Targets Abt SRBI pg 6
Study Area Boundaries Neighborhood Albany Park Andersonville Archer Heights Armour Square Ashburn Ashburn Estates Auburn Gresham Avalon Park Avondale Belmont Central Belmont Gardens Belmont Heights Belmont Terrace Beverly Beverly View Beverly Woods Study Area Boundaries? Abt SRBI pg 7
Study Area Boundaries Study Area Boundaries? Zip Code Market Areas? Abt SRBI pg 8
Target Areas Study Area by Zip Codes Abt SRBI pg 9
Target Areas Oversampling of Transit Propensity Areas Census Tracts Abt SRBI pg 10
Target Areas Customized Target Areas Abt SRBI pg 11
Demographics of Study Areas Abt SRBI pg 12
Demographics of Study Areas Abt SRBI pg 13
Maps in Proposals! Sample plan maps in a proposal helps convey an understanding of study complexities Abt SRBI pg 14
Maps in Proposals! Abt SRBI pg 15
Maps in Proposals! Abt SRBI pg 16
GIS for Survey Research Projects Main Study Data Collection Geocoding Field Surveys Reporting Abt SRBI pg 17
GIS for Survey Research Projects Survey Research always contain a where. Data does not exist in a vacuum. Respondent Home Location (Street, Zip Code, City, State, County) Respondent Locations (Work, School, Shopping, Recreation) Location of a Study Entity: (Powerplant, Coastline, Bank, Commercial Location, etc) Perceived Locations: (Where is?) There exists a geographic element to every study available for potential analysis. Abt SRBI pg 18
Geocoding Survey Data Abt SRBI pg 19
Geocoding Survey Data Respondent locations within 20 miles of X Abt SRBI pg 20
Geocoding Survey Data Abt SRBI pg 21
Geographic Based Screening Geoscreening Application of GIS tools for surveys Screening for participation based on geography Used by in real-time by phone interviewers or selfadministered web surveys Instantaneous designation as inside or outside study areas from address input Customizable for individual project needs Abt SRBI pg 22
Geoscreening Overview Any customized geography / study area Screen in/out participants in real time based on location Abt SRBI pg 23
Geoscreening Overview Proximity to Public Transit Tornado Paths Market research areas Distance from wildfire Life does not follow Census Tracts / Zip Codes! Abt SRBI pg 24
GeoScreening: NYC Youth Survey 37 NYC target neighborhoods Males 18 to 26 years old, hard to reach population in ~8% of NYC households. Almost entirely a cell phone based population How to quickly screen participants at the start of interview for eligibility in / out of the 37 NYC study areas? Results achieved = 96% provided address within ¼ mile from a study area neighborhood. Abt SRBI pg 25
Case Study: NYC Youth Survey Abt SRBI pg 26
Geoscreening Overview Screened IN! Instant real-time results Screened OUT! 1 second ESRI ArcGIS Server Abt SRBI pg 27
GPS Travel Surveys Lightweight: 2.5 oz Records every 1 second of travel activity Passive device Powers on automatically with movement Carried everywhere Power Button Abt SRBI pg 28
GPS Travel Surveys 150,000,000+ GPS Points 70,000+ Trips Abt SRBI pg 29
GPS Travel Surveys Add fields to a processing table Iteration through raw GPS files Import to geodatabase used Python scripts for processing finding trip starts and ends Output: cleaned featur class of GPS trips per participant Abt SRBI pg 30
GPS Travel Surveys 3 days of GPS data collection ~500 Households ~2 million GPS data points collected ~10,000 Trips Abt SRBI pg 31
GPS Travel Surveys Abt SRBI pg 32
Field Surveys Real-time live web based GIS services used by survey interviewers in the field Abt SRBI pg 33
Field Surveys Abt SRBI pg 34
GIS for Survey Research Projects End Quality Checks Analysis Visualization Deliverables Abt SRBI pg 35
Quality Checks: Address Based Sample Increase in cell phone only households requires Address Based Sample (ABS) vs. traditional landline approach GIS allows for customized survey target plans w/abs Addresses directly in Tornado Paths Abt SRBI pg 36
Spatial Statistical Analysis Survey of households with fishing licenses in Southern California % response rate for completed surveys Q: Is there a geographic pattern to response rate? Q: Does the response rate vary by distance from coastline? Abt SRBI pg 37
Spatial Statistical Analysis Directional Distribution Mapping distributional trend Elliptical polygons centered on the mean centers: Households with completed surveys vs. non-response Abt SRBI pg 38
Spatial Statistical Analysis A survey for homeowners in neighborhoods with highest foreclosure rates. National dataset of foreclosures - Where to conduct interviews? Q: Where are significant neighborhoods ( clusters ) of foreclosures? Anselin Local Moran s I for all foreclosure locations to find points with P<.05 and highest Z scores selected as central points for sampling neighborhood interviews. Abt SRBI pg 39
Spatial Statistical Analysis Anselin Global Moran s I used for all foreclosure locations to verify that the entire dataset has a Z score of clustering and P value of significance. Getis Ord to examine concentrations of hot spots and cold spots. Abt SRBI pg 40
Spatial Statistical Analysis Data points (foreclosure locations) with P<.05 and highest Z scores selected as central points for sampling neighborhood interviews. Abt SRBI pg 41
GIS Visualization Abt SRBI pg 42
Web Mapping API & ArcGIS Server Abt SRBI pg 43
Questions? Abt SRBI pg 44
Thank you! Timothy Michalowski 646-486-8404 t.michalowski@srbi.com Abt SRBI 275 Seventh Ave, Suite 2700 New York, NY 10001